Chap017 - 17 Chapter Global Marketing and R&D Case:...

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Chapter Global Marketing 17
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Case: Marketing Coca-Cola in China China major market for Coca-Cola Expected to surpass consumption in the US in the next decade To reach goals aggressive marketing campaign Market information helps define sales and distribution strategies Coke only reaches 8% of population High transportation costs makes Coke most expensive where people are the poorest
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The globalization of markets and brands Important to determine when product standardization is appropriate in an international market Firms may need to vary marketing mix in each different country Globalization may be the exception rather than the rule in many consumer goods markets and industrial markets
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Market segmentation Refers to identifying distinct groups of consumers whose purchasing behavior differs from others in important ways Segments can based on: Geography Demography Socio-cultural factors Psychological factors
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Market segmentation Two main issues relating to segmentation: Extent of differences between countries in the structure of market segments Existence of segments that transcend national borders
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Product attributes Cultural differences Economic development Product and technical standards
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Cultural differences Differ along dimensions such as social structure, language, religion and education Impact of tradition Some tastes and preferences becoming cosmopolitan
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Economic development Consumer behavior is influenced by economic development Consumers in highly developed countries tend to demand extra performance attributes in their products Price not a factor due to high income level Consumers in less developed countries, value basic features as more important Price a factor due to lower income level Cars: no air-conditioning, power steering, power windows, radios and cassette players . Product reliability is more important
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Product and technical standards Government standards can rule out mass production and marketing of a standardized product Differing technical standards constrain globalization of markets Different television signal frequencies
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Choice of the optimal channel for delivering a product to the consumer Optimal strategy is determined by the relative costs and benefits of each alternative
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Chap017 - 17 Chapter Global Marketing and R&D Case:...

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